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论文编号：	15607
作者编号：	2320233775
上传时间：	2025/12/8 10:53:05
中文题目：	联通创新型视频业务营销策略优化研究
英文题目：	Research on the Optimization of Marketing Strategies for China Unicom''s Innovative Video Services
指导老师：	刘欢
中文关键字：	创新型视频；电信运营商；营销战略；营销策略
英文关键字：	Innovative Video；Telecom Operators；Marketing Strategy；Marketing Tactic
中文摘要：	国内电信运营商通常通过智慧家庭增值产品对其宽带产品做内容填充和价值提升，强调差异化营销以及提升用户黏性等。尤其是以TV业务为代表的增值业务被用户广泛接受。相对于传统IPTV业务，联通创新型视频业务基于公网传输，可以更灵活的向用户提供视听及各类丰富的智慧家庭娱乐应用，其互动性强、运营空间大、集约化程度高等特点使得国内三大电信运营商积极进行创新型视频产品业务的能力及产品储备。中国联通在TV业务发展过程中，面临IPTV增量瓶颈、缺乏运营参与度等实际问题，并且，为了快速打造联通智慧家庭娱乐生态，其积极地进行联通创新型视频业务的研发和推广，研究符合联通创新型视频业务特性的营销策略就尤为重要。 本文以联通创新型视频业务的营销策略优化为研究主题，基于STP战略和营销策略组合4Ps理论，运用PEST分析模型、五力分析模型、SWOT分析工具研究其市场定位和目标市场细分，对其产品、价格、渠道、促销策略等方面的营销策略进行针对性的优化。本研究通过案例公司实例研究、文献梳理、问卷调查等方法进行研究，深入研究了联通创新型视频业务的营销环境和竞争情况。随之梳理出联通创新型视频业务现有的营销策略不足之处，如产品差异化不足，理念模糊、本地化内容及特定人群内容缺失、价格体系陈旧，缺乏竞争力、渠道适配性差等问题。根据实际的调研和问卷结果，本文提出对应的重点优化策略。产品侧分类定制，差异化打造；价格方面提出按照基础产品和会员增值产品特性分类定制化，强调重点关注线下产品包装；渠道侧充分发挥运营商自有渠道的利用；促销方面结合运营商融合体系进行多样化、细分场景的促销策略。同时，为了保证营销策略实施效果，本文也从战略级保障、营销组织、创新能力等多方面提出具体措施。该研究一方面可为联通创新型视频业务的市场营销推广和发展提供指导，也能够为同行业产品的市场营销策略制定提供参考。
英文摘要：	Domestic telecommunications operators usually use value-added smart home products to enrich the content and enhance the value of their broadband products, emphasizing differentiated marketing and improving user stickiness. In particular, value-added services represented by TV services have been widely accepted by users. Compared with traditional IPTV services, China Unicom’s innovative video services, based on public network transmission, can more flexibly provide users with audio-visual content and a variety of rich smart home entertainment applications. Their characteristics such as strong interactivity, large operational space, and high intensification have prompted China’s three major telecommunications operators to actively build capabilities and reserve products for innovative video services. In the development of TV services, China Unicom faces practical problems such as the bottleneck in IPTV user growth and lack of operational participation. Moreover, to quickly build Unicom’s smart home entertainment ecosystem, it has actively carried out the R&D and promotion of innovative video services. Therefore, it is particularly important to study marketing strategies that are in line with the characteristics of Unicom’s innovative video services. Taking the optimization of marketing strategies for Unicom’s innovative video services as the research theme, this paper studies its market positioning and target market segmentation using the PEST analysis model, Five Forces analysis model, and SWOT analysis tool, based on the STP strategy and the 4Ps theory of marketing strategy combination. It then conducts targeted optimization of its marketing strategies in terms of product, price, place, and promotion. This study adopts methods such as case study of the target company, literature review, and questionnaire survey to conduct an in-depth study on the marketing environment and competitive situation of Unicom’s innovative video services. Subsequently, it identifies the shortcomings of the existing marketing strategies for Unicom’s innovative video services, including insufficient product differentiation, vague concepts, lack of localized content and content for specific groups, outdated pricing system with poor competitiveness, and low adaptability of channels. Based on the actual research and questionnaire results, this paper proposes corresponding key optimization strategies. On the product side, it suggests classifying and customizing products to create differentiation; in terms of price, it proposes customized pricing based on the characteristics of basic products and value-added membership products, emphasizing the focus on offline product packaging; for channels, it advocates giving full play to the use of the operator’s own channels; in terms of promotion, it recommends developing diversified promotional strategies for segmented scenarios in combination with the operator’s integration system. Meanwhile, to ensure the effectiveness of the implementation of marketing strategies, this paper also puts forward specific measures from multiple aspects such as strategic-level support, marketing organization, and innovation capabilities. On the one hand, this research can provide guidance for the marketing promotion and development of Unicom’s innovative video services; on the other hand, it can also serve as a reference for the formulation of marketing strategies for similar products in the industry.
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